NAA: Online Newspaper Traffic Gains 6 Percent In ’07, Though Growth Rate Slows

Newspaper websites posted their largest traffic gains last year, hitting 62.8 million average monthly uniques in Q4 — up 6 percent over the same period last year, according to a report by Nielsen Online for the Newspaper Association of America. This is the highest number since the NAA began tracking online use in January 2004. Among the report’s other findings:

— About 39 percent of all internet users visited newspapers’ sites during Q4.
— Time spent on these sites averaged 44 minutes a month.
— Users generated more than three billion page impressions on average, a 7.3 percent increase over Q406.

It could be due to the law of large numbers – not to mention that reading a newspaper site increasingly is becoming the norm — but growth rates appear to be slowing given that Q406 was up 9 percent over the same period in 2005. Release